Sandra Planeta, Founder & Director of Planeta Design, is this the Cannes Lions 2017 Design category Jury president, a particularly prestigious but competitive category.
Little Black Book sat down with Sandra to talk about her preparation routine for being a juror, the evolution of the category over the years and what she thinks the main talking point of Cannes Lions 2017 will be...
LBB > How do you prepare for your stint as a Juror? What’s your Routine?
SP > As the chairman of the jury, I think it’s a great opportunity to reflect on where the industry is right now. What forces are changing the industry? Who are the game changers? Where is the industry heading? I’m also looking forward to leading and getting to know such talented jury members and to see what we collectively bring to the table.
LBB > Are there any trends you can notice from this year’s Cannes Design Category Submissions?
SP > With the changing climate, brands are now exposed to so many more touchpoints than they were before, which means we have seen a shift in how design is used. Brands are realising that in order to be a main player on the market, they have to incorporate design into the business and its development.
LBB > What do you think will be the main talking points?
SP > 1. The increasing importance of how a design can really build a business. The most interesting designs will be the ones that breathe the DNA of the brand through their communication. What really stirs our interest is when you see something that is not only a clever idea, but also perfectly nails the brand personality.
2. The power of design in raising awareness for non-profit organisations. Strong design concepts are being used to trigger emotions in people and spark public engagement. This means that design can actually change the world we live in. We have that power. That makes me proud to be a designer.
LBB >The Design Category seems very competitive - As a Cannes Juror, what are the kind of things that you’ll be looking for in potential winners?
SP > The winning piece should be something that clearly interprets the clients’ needs and challenges. Their design should not only be smart, but should build the business and show an obvious gain for the client. We’ll be looking for those that trigger a call to action, but also that understand the uniqueness of the brand and reflect those values and personality through their design.
LBB > The Category is lauded as one of the top prizes. Are there any examples of Design category pieces from previous years, that you'd like to mention?
SP > We’ve really seen some great pieces over the years, so it’s hard to name just one… Besides, my head is firmly planted in this year’s nominees right now!
6. How has the category evolved over the years?
SP > We are still a relatively young category, but we’re now gaining recognition as an important design competition. With this rise in popularity, not only have the number of applications increased, but we’re getting more global interest, with applicants coming from places like Russia, Brazil and the Middle East.
7. Any words of advice that you would give to your jury?
SP > Look for pieces that trigger activation, fully grasp the brands unique personality and are sustainable…. And, don’t forget to have fun!